Contextual Targeting & Video Advertisements: Silverpush

It is very important for an e-commerce brand to win the trust of its consumers regarding the authenticity and genuineness of the products it offers. Without this trust, an eCommerce platform cannot meet its sales target. Lazada, a Singapore-based multinational e-commerce company, wanted to promote its sub-brand LazMall through YouTube advertising while assuring people of full authenticity and genuineness of LazMall’s products. LazMall is the largest virtual mall in the Southeast Asia region. It offers products from more than eighteen thousand brands both international and local. It enables brands and sellers to directly engage with consumers and provide a customized experience to them. As Lazada wanted to promote LazMall and at the same time assure people of one hundred percent authenticity of its products, it required granular targeting of different groups of audiences on YouTube for different products such as home and lifestyle, electronics, sports, fashion, health, and beauty, etc....

Watch time for streamed video content is increasing at a rapid rate. More and more brands are now investing in digital video advertising in order to connect with the people where they are watching. Brands are reshaping their advertising strategies to follow a digital-first approach. This approach is fetching them great results. Here are a few examples of brands that used a digital-first approach for video ( Youtube Advertising ) and drove success. An automobile company wanted to launch the 2021 model of its flagship crossover utility vehicle. Besides a highly competitive market, the brand faced another problem – there was not even a single in-person auto show happening because of the pandemic. The car manufacturing company decided to reach people virtually through a YouTube video campaign. The brand’s creative team followed best practices for engaging people interested in automobiles on YouTube. The team focused on creating relevant content according to how people shop for cars; they ...

Facebook is a well-established social media platform. Its video audience is growing at a fast rate. Brands can leverage this video audience to drive huge reach and awareness. This article discusses how Castrol made use of Silverpush’s AI-powered contextual video advertising technology to utilize Facebook’s video content to its full advertising potential. Castrol wanted to build brand awareness and relevance in Vietnam. For this, it decided to tap into the rapidly growing video audience on Facebook. Castrol wanted to target specific audiences engaging in interests like motorcycles, racing, cars, automobile repairing, etc. in real-time while portraying itself as an adventurous brand. To achieve its goals, Castrol leveraged Mirrors for Facebook, an innovative product developed by Silverpush, one of the leading ad tech companies . Mirrors make use of human augmented artificial intelligence technology that allows marketers to achieve granular targeting on the world’s largest social media p...

In today’s time, people spend more time-consuming content on their smartphones than on their TV screens. Even when they are watching television, people tend to look into their smartphones, and during the TV commercials, their focus fully shifts to their phones. A research study that tracked eye movements of in-home participants found that over 90% of them watched TV with their mobile phones readily available to them. Participants looked into their television screens for only half of the time. The research found that one of the main reasons for not paying attention to television was participants’ staring at their smartphones. The concurrent use of the second screen, mainly smartphones, has become an inseparable part of watching TV. Due to this second screening behavior, it is becoming really difficult for marketers to engage people in TV ads, resulting in ad waste and a significantly lower return on ad spend. To deal with this problem, marketers need to adopt a Cross Platform Advertisi...

Even before the coronavirus outbreak, people’s preference was increasingly shifting to streaming over linear television. But in the year 2020, this trend accelerated at a rapid rate. According to eMarketer’s forecast, during this year, about eighty-three percent of households in the United States will have at a minimum one connected TV, consumed by at a minimum of one person each month. In the United States, watching connected television has now become the mainstream viewing behavior. Marketers have been delivering TV ads for decades. Now, connected TV offers new opportunities to marketers to engage consumers. By leveraging the right mix of connected television and linear TV, marketers can make the most out of their ad spend. Statistics show that YouTube viewers are increasingly watching YouTube on their TV screens. In the month of December, last year, more than one hundred and twenty million people in the United States watched YouTube content or YouTube TV on their television screens....

Digital advertising is a huge industry and involves a lot of investment from brands both big and small. Brands want to ensure that their money is well spent and their ads are placed against brand safe content. Brand safety is one of the most important considerations for brands when it comes to online advertising. Since last year, there has been a massive increase in morbidity and mortality-related content due to the pandemic. For most brands, ad adjacency to such content highly images damaging. According to a poll, the majority of consumers think that the responsibility for ensuring the placement of ads against safe content rests on brands. The poll also revealed that the majority of participants would be likely to stop using products or products of a brand if in case they found ads of that brand placed against inflammatory or fake content. The aim of the advertising strategy should be to achieve ad placement across high-performance content while avoiding ad adjacency to unsafe and u...

TV viewership is extremely large for big sporting events. Brands can capitalize on the advertising potential that these events offer and reach a massive audience.   Last year, only a few live sporting events took place due to the coronavirus pandemic. But now, the live sporting events are happening and brands are focusing on sports advertising on television to reach more and more people. Super Bowl 55, the final game of the National Football League season 2020 held in February 2021, grabbed a television viewership of slightly more than 91.6 million people in the United States. The combined viewership across all platforms including streaming was 96.4 million. IPL 13, also known as the 2020 Indian Premier League (IPL), which was held in the latter part of the last year, was the most viewed Indian Premier League season in comparison to all previous seasons. According to the viewership data of the Broadcast Audience Research Council of India, the overall TV viewership of the IPL ...